Dan Moser

In a weak market for financial-newsletter publishers, Louis Rukeyser's Wall Street has found a way to engage potential readers and keep subscriptions streaming in. In July, the Who's Mailing What! Archive received the current acquisition control for Rukeyser's, an 8-1/2" x 11", four-color, 30-page magalog effort that offers prospects a one-year deal for $33.50 or a two-year deal for $67, plus five free investment special reports (270LORUWS0704). The package represents a slight shift in direct marketing strategy for the publication, as it had long mailed 8-1/2" x 11" issue-logs, or "faux issues," that only employed two-color process. The cover of this particular effort features

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